Cotton – 24 Hour Runway Show

EXPERIENCE DESIGN

Cotton had a perception problem with millenials who viewed the product as the “socks and jocks” fabric. To illustrate the versatility of “The Fabric of our Lives,” Cotton did something that had never been done before. They hosted a 24-hour fashion show on Ocean Drive in South Beach. 1,440 different looks. One model per minute. Over 75 participating brands and designers. Each hour showcased a different moment in a consumer’s life: from first dates to job interviews to saying “I Do!” The show experience was rounded out with commentary from celebrity hosts Giuliana Rancic and Jason Kennedy from E!, a special performance by Jason Derulo and exclusive coverage by People Magazine. And after 24 hours of continuous cotton fashion, Guinness World Records declared an already amazing show the “Longest Fashion Show” in history.